Welcome To The Club: The psychology of belonging and the misapplication of 'objectivity'
Introduction
"Objectivity": judgement based on observable phenomena and not influenced by emotions or personal prejudices.
As market researchers, our mission, or even raison d'etre, is to get to 'the truth', and while we have many mechanisms to help us do this, underpinning it all is the concept of objectivity. As market researchers, remaining 'objective' is instilled in us as thegolden rule. No matter what the subject or sample, we are told to remove any bias that we, as individuals, might...